|Publication type:||Article in scientific journal|
|Type of review:||Peer review (publication)|
|Title:||Social norm-based gamification to promote eco-friendly food choice|
|Published in:||Journal of Consumer Marketing|
|Publisher / Ed. Institution:||Emerald|
|Subjects:||Social norm; Feedback; Gamification; Behavioral change; Food choice|
|Subject (DDC):||303: Social processes |
|Abstract:||Purpose: Digital applications and thus new digital intervention possibilities such as gamification have made their way into our everyday lives. This paper aims to examine to what extent social norm information (SNI) in a game element feedback may increase eco-friendly food choices. Design/methodology/approach: The effect of social norm-based feedback (SNBF), provided by a “GreenMeter”, was investigated experimentally. The SNI was integrated into the feedback by comparing the subject’s GreenMeter rating with either an injunctive, descriptive or combined SNI. Findings: Injunctive SNBF was found to be effective in encouraging people to make an eco-friendly food purchasing decision. Combining injunctive with descriptive SNBF or simply providing descriptive SNBF was also found to be better than no intervention at all. Research limitations/implications: To take further advantage of social norms to make gamification more effective, additional studies are needed in which long-term effects on behavior are investigated, as well as other game elements and target groups are taken into account. Practical implications: Many people want to choose food that is more eco-friendly but often struggle because of deeply ingrained habits or strong social influences. Consequently, their intentions do not translate into changes in their behavior. Alternative motivational, gamification approaches, like SNBF, may be considered when designing Web-based applications. Originality/value: The study provides insights into the effectiveness of SNI going beyond text-based interventions. Considering SNI in a specific design of gamification (“GreenMeter”) provided insights into how they could be integrated into dynamic, digital, behavioral change techniques to increase eco-friendly food choices.|
|Fulltext version:||Published version|
|License (according to publishing contract):||Licence according to publishing contract|
|Departement:||Life Sciences and Facility Management|
|Organisational Unit:||Institute of Natural Resource Sciences (IUNR)|
|Appears in collections:||Publikationen Life Sciences und Facility Management|
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